Salesforce Partners with VCARB Formula 1 Team to Deploy Agentforce 360 AI Across Fan Engagement and Team Operations

On June 22, 2026, Salesforce announced a partnership with the Visa Cash App Racing Bulls (VCARB) Formula 1 Team to deploy the Agentforce 360 AI platform and Slack across fan engagement, hospitality, and team operations, naming Salesforce the team's official Fan Engagement Partner . The deal follows Salesforce's earlier multi-tournament agreement with FIFA (announced June 5, 2026) as an Official Tournament Supporter for the 2026 and 2027 World Cups, both built on the same Agentforce 360 portfolio .

What the VCARB Partnership Includes

Multiple sources confirm the following components of the VCARB-Salesforce partnership:

• Salesforce Intelligence Centre – A garage-based installation featuring Tableau-powered dashboards and the TORO AI agent, which generates real-time data visualizations for the team .
• Slack fan community – A planned Slack workspace to connect the global VCARB fanbase .
• VIP hospitality – Agentforce 360 will support guest management and personalized experiences for hospitality patrons .
• Operations unification – The platform will unify fans, data, and team operations on a single agentic platform .

Salesforce's Broader Sports AI Strategy

The VCARB deal is not an isolated experiment. Salesforce has been systematically deploying Agentforce 360 across major sports properties throughout 2026:

• FIFA World Cup 2026 & FIFA Women's World Cup 2027 – Salesforce signed as an Official Tournament Supporter on June 5, 2026, bringing Agentforce 360 and Slack to power workforce operations, host city collaboration, and AI-driven fan engagement across both tournaments . The official Salesforce press release confirms the partnership covers the men's 2026 World Cup in North America and Europe and the women's 2027 World Cup in Brazil and North America .
• Earlier F1 league-level deal – In March 2026, Salesforce and Formula 1 launched a fan companion agent built on Agentforce to personalize engagement for F1's 827 million global fans .

The Pattern: Agentic Enterprise Meets Global Sports

These deals form a clear pattern: Salesforce is using Agentforce 360 as the common platform layer across major global sports properties, moving from league-level partnerships (F1, FIFA) to team-level deployments (VCARB) to demonstrate its "Agentic Enterprise" vision in high-visibility, data-rich environments . By deploying the same portfolio in F1 garages, World Cup operations, and fan communities, Salesforce is making a visible bet that enterprise AI agents can meaningfully transform real-time, large-scale audience engagement—and that sports is the ideal showcase for that transformation.